In the communication process, the more the sender’s field of experience ________ that
of the receiver, the more ________ the message is likely to be.
A) varies from; distinguishable
B) overlaps with; effective
C) connects with; ineffective
D) coincides with; creative
E) departs from; direct
Akira Takano, a marketing manager, is about to test the hypothesis that the sale of a
particular product will increase exponentially if there is a $5 drop in the selling price of
the product. Akira is involved in ________ research.
A) exploratory
B) descriptive
C) causal
D) constructive
E) ethnographic
All of the following are basic types of compensation plans for salespeople EXCEPT
________.
A) straight commission
B) straight salary
C) salary plus commission
D) salary plus company shares
E) salary plus bonus
________ refers to the sales step in which a salesperson asks the customer for an order.
A) Prospecting
B) Demonstration
C) Approach
D) Closing
E) Handling objections
________ are two or more outlets that are commonly owned and controlled.
A) Corporate chains
B) Convenience stores
C) Off-price retailers
D) Independent off-price retailers
E) Power centers
Dove wanted to do more than just sell its beauty care products. The company was on a
quest to discover “real beauty” and help women be happy just the way they are. As a
result, the Dove Campaign for Real Beauty was successfully launched in 2004. Which
of the following types of marketing did Dove use?
A) sense-of-mission marketing
B) consumer-oriented marketing
C) customer-value marketing
D) innovative marketing
E) social marketing
Government markets consist of government agencies that buy goods and services
________.
A) to produce public services
B) to resell at a profit
C) for further processing
D) for personal consumption
E) that are generally of poor quality
In the context of customer relationship groups, a potentially profitable and short-term
customer is referred to as a ________.
A) true friend
B) butterfly
C) stranger
D) barnacle
E) market maven
Marketers publicize inbound toll-free numbers to consumers in television and print ads,
direct mail, and catalogs. The benefit to sellers is that it presents an opportunity for
consumers to order products and for the seller to build the relationship. A benefit to
consumers is ________.
A) increased convenience
B) increased telemarketing calls
C) decreased telemarketing calls
D) 24/7 availability of support
E) a discounted price on the product
The Wii system, developed by Nintendo, with its intuitive motion-sensitive controller
and interactive games, appealed not only to teen boys but also to their sisters, moms,
dads, and even grandparents. This is a successful example of ________ marketing.
A) consumer-oriented
B) innovative
C) customer-value
D) societal
E) sense-of-mission
When KFC came into conflict with its franchisees over the brand’s Unthink KFC
repositioning, which emphasized grilled chicken over its traditional Kentucky fried
chicken, KFC experienced ________ conflict.
A) equilateral
B) horizontal
C) multitiered
D) communal
E) vertical
Refer to the scenario below to answer the following question(s).
Bryant and Anne are the owners of the Good Green Grocer, a small but successful chain
of organic food stores. The organic food sold by Good Green Grocer is of good quality.
Also, it is tasty and has long-term health benefits. Bryant and Anne’s business has
expanded as more and more consumers are interested in eating organic foods. What
started as one shop in Vermont has expanded to 15 stores in Vermont, New Hampshire,
Massachusetts, and Maine. Much to their delight, Bryant and Ann have found that many
people are willing to pay a bit more for food that is organically grown.
Sunday ads for the Good Green Grocer run in area newspapers, with special
promotional prices offered for a list of the “Top Ten Take Homes” each week. Regular
customers of the Good Green Grocer know that the promotional items often run out of
stock by mid-week, so the store typically sees its heaviest traffic on Sunday and
Monday.
The organic food sold by Bryant and Anne is of good quality. Also, it is tasty and has
long-term health benefits. This information indicates that the organic food sold by
Bryant and Anne would fall into the category of ________ products.
A) salutary
B) mature
C) deficient
D) desirable
E) pleasing
In building a connection to customers through catalogs, marketers want to ________.
A) offer a new brand experience
B) inspire and engage
C) create word-of-mouth advertising
D) develop a viral following
E) perform marketing research
Which of the following is a price adjustment strategy that considers how a customer’s
perception of a product is influenced by its price?
A) captive product pricing
B) psychological pricing
C) by-product pricing
D) promotional pricing
E) international pricing
A new task situation presents ________.
A) low risk for the buyer
B) the fewest decisions for the buyer
C) the least information required
D) the greatest opportunity and the greatest challenge to the marketer
E) the smallest number of decision participants
An ad for Maybelline age-minimizing makeup in Ladies’ Home Journal magazine
featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the
new makeup. In terms of the communication model, the sender of this message is
________.
A) Gigi Hadid
B) Ladies’ Home Journal
C) readers who redeem the $2-off coupon
D) Maybelline
E) the target market to which Gigi Hadid appeals
Fiona Lambrech is the marketing director of a newly established detergent company. In
order to introduce her product effectively into the market, Fiona sends samples of the
detergent to a select group of individuals. Which of the following forms of marketing
was most likely used by Fiona?
A) direct-mail marketing
B) catalog marketing
C) telephone marketing
D) kiosk marketing
E) direct-response television marketing
Costs are involved in obtaining, ________, storing, and delivering information.
A) analyzing
B) interviewing
C) conducting
D) designing
E) reporting
Effective positioning begins with ________.
A) pricing
B) diversification
C) differentiation
D) promotion
E) segmentation
The proposed right to ________ includes the right to know the unit pricing, the
ingredients in a product, the nutritional value of foods, product freshness, and the true
benefits of a product.
A) charge any price for the product
B) be protected against questionable products
C) influence products and marketing practices in ways that will improve “quality of
life”
D) expect the product to perform as claimed
E) be well informed about a product
A buyer’s decisions are influenced by ________ such as the buyer’s age and life-cycle
stage, occupation, economic situation, lifestyle, personality, and self-concept.
A) personal characteristics
B) stereotypes
C) perceptions
D) attitudes
E) psychographics
Jonathan works for a firm that assists companies in promoting, distributing, and selling
their products to end consumers. The firm Jonathan works for is a ________.
A) licensor
B) supplier
C) marketing intermediary
D) local public
E) general public
Which of the following is the most likely circumstance for a company to decide to do
little or no test marketing?
A) when the new product requires a major investment
B) when management lacks confidence in the new product
C) when management lacks confidence in the marketing strategy
D) when the product has no substitutes and is new in its category
E) when the costs of developing and introducing the product are low
A company will likely identify qualified suppliers by doing all of the following
EXCEPT ________.
A) online searches
B) reviewing trade directories
C) phoning other companies for recommendations
D) placing classified advertisements
E) being contacted by salespeople of qualified firms
From the economic system’s point of view, the role of ________ is to transform the
assortments of products made by producers into the assortments wanted by consumers.
A) upstream partners
B) marketing intermediaries
C) third-party logistics
D) price consultants
E) factory supervisors
________ involves systematically developing networks of supplier-partners to ensure a
dependable supply of products and materials for use in making products or reselling
them to others.
A) Supplier development
B) Business buying
C) Supplier quality assurance
D) Relationship management
E) Executive development
Fixed costs ________.
A) are costs that do not vary with production or sales level
B) vary directly with the level of production
C) decrease with accumulated production experience
D) are the sum of the overhead and variable costs for any given level of production
E) represent the annual costs of inputs incurred by a company
At the most basic level of environmental sustainability, a company can practice
________.
A) pollution prevention
B) product stewardship
C) beyond greening activities
D) new clean technology
E) sustainability vision
________ refers to gathering primary data by selecting matched groups of subjects,
giving them different treatments, controlling related factors, and checking for
differences in group responses.
A) Experimental research
B) Constructive research
C) Observational research
D) Survey research
E) Descriptive research
Refer to the scenario below to answer the following question(s).
In the 1970s, Shipshewana was only a small town with a hardware store, a grain mill, a
shoe store, a small restaurant, and a grocery store. Over the next two decades, the small
town transformed into an international tourist attraction, attracting thousands of tourists
who were intrigued by the lifestyle of Shipshewana’s largest population—the Amish.
Ben and Mary Miller, having grown up within the Amish faith, decided to capitalize on
their town’s popularity and their woodworking skills. Their shop, Indiana Wood, began
with a small display of handmade hickory rocking chairs, Ben Miller’s specialty. But
within a few months, the display at Indiana Wood included picnic tables, flower boxes,
and small handmade novelty items. No other shop offers the same variety.
Mary Miller decorated the shop’s display room with authentic Amish dcor and
eventually hired three Amish friends to sew and embroider napkins and other textiles as
customers had requested such items. In addition, two women from the Amish
community sought permission from the Millers to display home-baked pastries and
jellies on Tuesdays and Wednesdays, when Shipshewana attracts swarms of visitors to
its flea market on the south edge of town. The Millers also hired four more people to
help customers throughout the purchasing process and to provide the required
product-related information to the customers.
“Shipshewana is full of specialty shops,” Mary Miller stated. “People don’t come here to
buy things made in China or Taiwan. They want real, Amish-made goods.”
Which of the following would be the most logical way for Indiana Wood to expand?
A) establishing an online presence
B) pursuing retail convergence
C) implementing RFID inventory tracking
D) establishing a community-gathering environment in the store
E) joining a producers’ cooperative
A small, open-air mall with upscale stores, convenient locations, and nonretail
activities, such as a playground, skating rink, hotel, dining establishments, and a movie
theater, is an example of a ________.
A) regional shopping center
B) lifestyle center
C) community shopping center
D) franchise
E) power center
________ refers to a practice in which salespeople drop in unannounced on various
offices.
A) Hybrid selling
B) Niche marketing
C) Cold calling
D) Value selling
E) Direct marketing
Which term refers to looking at merchandise at a traditional store and then purchasing
the merchandise online?
A) pop-up shopping
B) wheel-of-retailing
C) off-price retailing
D) showrooming
E) wholesaling
The National Pork Board developed “Pork. The Other White Meat” campaign. The
campaign provided nutritional information and pork recipes in an attempt to encourage
people to view pork as a tasty alternative to poultry and fish. Which of the following
functions was the goal of this public relations campaign?
A) influencing government regulations on pork
B) gaining financial support for pork producers
C) creating newsworthy information about pork
D) maintaining relationships with pork producers
E) rebuilding consumer interest in pork
